The various musings of Michael Hiles

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Marketing

The Science of Persuasion

I’ve always been fascinated with marketing psychology. Especially in the context of marketing copywriting and sales. One of the world’s foremost leaders in the actual science behind persuasion is Dr. Robert Cialdini, who wrote the best-seller. This animated video describes the six universal Principles of Persuasion that have been scientifically proven to make you most…

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Austin Kleon: Steal Like an Artist

Austin Kleon is an interesting dude with a bold openness that’s refreshing. In fact, every academic and engineering person on the planet needs to read his book. There’s this mindset that suggests a person can only be relevant if they’re purely innovative and come up with something totally new. Austin busts through these ideas, demonstrating…

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DANGER! Avoid these two destructive approaches to your marketing

Through the years, I’ve worked with a lot of clients. All of them were trying to figure out the magic bullet solution to market and sell. Two common themes can be found in almost every business marketing organization that drive the overall efforts. Both of these themes are big problems, and in the modern era…

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First Follower: Leadership Lessons from Dancing Guy

Derek Sivers was the founder of CD Baby. For those who don’t remember, for about 20 years, CDs were the preferred method of packaging and distributing music. Derek wanted to make it easier for artists to sell their CDs direct to their audiences. Then he sold the company. As impressive as that was, I believe…

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Seven Key Psychological Triggers That Convert Leads to Customers

All the leads in the world are worthless if you can’t get them to buy. You need to know how to efficiently turn a prospect into a lead, and a lead into a customer. Then it is a simple method of understanding your customer acquisition cost, and your profit per customer, to run a profitable…

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Hey marketing professionals, you must learn software development

As a business function, marketing hasn’t changed for over a century. But in the past decade, marketing has seen a tremendous disruption in methods and tactics as a result of the internet and mobile technology becoming part of the fabric of everyday life.

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What Is A Minimum Viable Campaign (MVC)?

In the world of startups, business model development, and customer discovery, there is a concept called the “Minimum Viable Product”, or MVP for short. Minimum Viable Product was popularized by Eric Ries when he published his book, “The Lean Startup”. Eric is a Silicon Valley entrepreneur who applied lean management principles to starting a new…

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Influencer Marketing Isn’t About The Influencer

I really love pizza. I even consider myself a pizza expert to a certain degree. I’ve eaten lots of different kinds of pizza all over the world. I know a lot about pizza because I’ve eaten a lot of pizza. What does that have to do with influencer marketing? More about that later.

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Is Your Online Marketing Failing at the Zero Moment Of Truth?

Back in 2005, the Wall Street Journal authored a big story about a controversial marketing approach first pioneered by consumer brand giant Procter and Gamble. This story discussed P&G’s new strategy called “First Moment of Truth”, since being shortened to the acronym FMOT.

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